In 2018, Kesko had 18 931 tonnes of food waste. This correlates to 1.65% of their annual sales figure. Based on financial data, grocery sales were 5.386 billion euros, of which we can derive that the value of food going to waste is approximately 90 million euros annually. That is a lot of money, almost 1 billion euros in 10 years timeframe. We believe we can do better than that!
K-Surprise is a new business segment that sails in the blue ocean. What we have designed to do is quite simple.
- Customer places a food order through a platform.
- We use data analytics to figure our customer's preferences and previous purchases
- We can come up with recipes that the customer might like
- We then take real-time data from Kesko's stores and see which ingredients are on the verge of going to waste.
- We filter the possible recipes as per food waste reduced.
- This order is sent to the store, which then gathers the ingredients and prints the recipe on how to cook them
- Kesko's K-transport is used to deliver the surprise! Customers don't know what they'll get!
The API that Kesko provided us actually works surprisingly well already. From that current database, we can derive the following information:
- Customer-level
- RTM-quality:
- RTM-easiness:
- Previous purchases:
- Ingredients
- Categories
- Prepare time
- Price
- Expiration dates
- Inventory level
- Location
- Market trends
Through our platform, be it then integrated to Kesko's application or stand on its own, we ask the customers to state their allergies and diets. It then comes down to asking the customer's current desires and the order quantity. By combining relevant information we can come up with the surprise recipe. Test our demo to see this happen.
Based on a further analysis regarding information found in Kesko API, we identified that following existing customer segments are inclined to use the platform
- Behaviour: Eager beaver, interested´ in everything new
- Our value promise: Personalized food?! Do we have to say more?
- Behaviour: Sustainable values are the key
- Our value promise: This solution is built upon sustainable values!
- Behaviour: Easy living and every-day convenience
- Our value promise: Yeah, convenience is exactly what we do here!
Based on this article following megatrends are relevant in traditional retail:
- Data dictates the direction
- The environmental approach makes good business
- Integrated purchasing experience
- Help me stay healthy
- Purchases whenever and wherever
We believe this approach combines the trends aforementioned quite well together! So that the customer, the company and the environment all win.